Advertisers have created a “gender brand gap” and have largely failed to create meaningful connections with female consumers, according to a new study presented at Cannes. The study surveyed 2,000 U.S. consumers to find their attitudes towards brand categories like alcohol, beauty and automotive.

The study found that ads in the automotive category were tilted towards men. Despite 84% of women owning cars, only 37% of them saw this as a category for them. Toyota was one of the only exceptions in the sector, an almost equal number of men and women said the brand was for them.

This article says that while some categories are lopsided towards men, others like skincare were similarly too focused on women. The report contends removing bias in advertising can help brands to have more personalised engagement with all the consumers.

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At the heart of our company is a global online community, where millions of people and thousands of political, cultural and commercial organizations engage in a continuous conversation about their beliefs, behaviors and brands.